Health IT, Pharma

Rainmaker’s launch video is not your father’s healthcare marketing

At first I thought I was listening to Nine Inch Nails. That’s when I looked […]

At first I thought I was listening to Nine Inch Nails. That’s when I looked up and saw the crazy dancers, toddlers walking together and a businessman surfing. The minute-long cascade of images could be mistaken for the latest Obamacare marketing appeal to millennials. Instead, it signals the launch of Denmark-based Agnitio’s closed-loop marketing platform at the eyeforpharma conference in Barcelona this week.

For Morten Hjelmsoe, Agnitio CEO and founder, closed-loop marketing marks a shift away from mass marketing by life sciences industry companies. Instead it’s about using a more pinpointed approach that includes big data analysis that can target individual physicians on multiple channels. The move is designed to make better use of the reduced access pharma reps have to doctors.

The latest version of its Rainmaker platform lets users change content from the user’s screen, instead of needing to re-code the content, according to a company statement. It is designed to respond faster to market needs. It also makes it easier to localize marketing initiatives around the world. The interface is pretty easy on the eyes, too. It’s odd that these should be considered life science innovations because in any other industry they might be more commonplace.

Agnitio’s healthcare marketing platform seems like a natural for pharma considering the growing interest in multichannel platforms. It’s early days for closed-loop marketing but it will be interesting to see how many pharmaceutical companies adopt it.

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